Secret price-cutting strategy brand media relations respond to cases of.docVIP

 PAGE \* MERGEFORMAT 11 ‘Secret price-cutting strategy’ brand media relations respond to cases of I. Background 1, Unilever and the ‘mystery’ The secret is to world-renowned cleaning company Unilever’s key brands. In 1993, the red loaded mystery became the first to enter the Chinese market, the international detergent brand. After six years of development, ‘mystery’ is already a high-end laundry detergent market, China’s most influential brands. At present, the total detergent market, the mystery of red, blue, green, three kinds of packaging, price and a larger gap compared to other similar products. 2, ‘secret’ preparations for a substantial price reduction In 1999, Unilever in China, the successful completion of the reorganization of assets, all the agencies procurement, transportation, distribution systems have been unified to achieve resource sharing, secret laundry detergent manufacturing overhead costs greatly reduced; the same time, after a thorough market research, Unilever decided to address China’s actual conditions and the washing of the Chinese consumer laundry habits, research and development of a more competitive market for new products. In October 1999, in the case of the internal conditions are ripe, Unilever decided to launch the two new secret laundry detergent, while large changes in the original price. 3, media relations at stake China Global public relations firm commissioned by Unilever to deal with around the ‘mystery’ lower prices resulting from media relations. Both sides recognized that: the price of consumer goods is bound to cause a significant change in the media attention, the media attention to such incidents in the course of the one hand, the objective will be to help Unilever spread ‘secret price cuts’ to this important information, cause consumers concern; but on the other hand may lead to detrimental Unilever’s media reports, such as ‘subtle price reduction to the expense of quality’, ‘subtle impact on the state-owne